UROS
LIVE

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UROS and Tampere Deck Arena today announced a 10-year deal to name the arena UROS LIVE.

UROS LIVE is on schedule to open in 2021, and will be a rarity in Europe as a multifunctional downtown arena with up to 15,000 seats. The arena will enable comprehensive digital experiences and various types of events, ranging from mega sports events and world class concerts to corporate and family events. The arena’s digital ecosystem will unlock a new type of synergy for its stakeholders, including a top-class hotel, an international casino, extensive conference and meeting services and numerous restaurants.

The experience center will also serve as the home for Tampere ice hockey teams Tappara and Ilves. UROS LIVE will host over 1 million visitors annually and has already been confirmed as the main venue for the 2022 IIHF Ice Hockey World Championship.

Commenting on the new partnership, UROS Group CEO Jerry Raatikainen also shed light on the company’s next step. "With this announcement we are excited to share the news of our branching out into the digital experience space, an extension of our commitment to strategically develop smart city solutions. We will bring together event stakeholders into one platform and harness the power of AI to create new value for all parties in the ecosystem, transforming the event experience, as we know it today. UROS will digitalize the technology enablers for service providers and UROS LIVE in Tampere, Finland; will serve as the first deployment globally.”

“When looking at what a world class facility this will be, becoming the naming rights partner was a perfect match with the UROS brand. The team behind the arena project shares our vision and ambition to challenge the status quo, and we couldn’t be happier to work together going forward”, Raatikainen continues.

The partnership is a unique fit for what the parties believe will propel the event business into a new era of digitalisation and will be the greatest arena in Europe. Solutions and services developed by UROS will enable arena stakeholders and guests of the venue to create and enjoy completely new types of experiences.

“The best partners are those who can add value to our visitors. In addition to the naming rights deal, we are looking forward to working with UROS on a digital platform that will bring together all the services related to the arena experience”, said Marko Hurme, CEO for the arena.

“There is demand for a versatile arena in our modern world; a world in which people are choosing experiences and services over possessions. Even in the digital age, people want to meet each other and experience things together. Through the value created by teaming up with UROS, our arena partners will be able to build a more intense and deeply rooted connection with arena visitors, and bring fan engagement to a new level. It’s really all about the fans”, Hurme adds.

UROS LIVE will be the first downtown arena in Europe, and will significantly enhance the attractiveness of the City of Tampere and the surrounding Pirkanmaa region.

"The thriving and progressive future cities will provide services that are digital, user-friendly, as well as end-user-driven. These are also the key drivers of the City of Tampere, and we will take one-step closer to making them real today when our Arena forms a partnership with one of the forefront companies of the IoT industry in Finland, UROS Group. The new arena UROS LIVE is a significant milestone to the City of Tampere and our citizens. It enhances our means to host and organize major events all year round. Tampere works toward becoming the leading city of attractions, events, and amusement in the Nordics", emphasizes the Mayor of the City of Tampere Lauri Lyly.

Tampere Deck & Arena Management Oy is responsible for the arena’s operations and the development of experience services together with its commercial partners.

Tampere Deck & Arena Management Oy has started operations under the leadership of Marko Hurme. The newly-established company is responsible for the arena’s operations and the development of experience services together with its commercial partners. The company is located in the Tampere Deck Visit Center, just a stone’s throw from the site.

According to Marko Hurme, who joined Tampere Deck & Arena Management Oy as its CEO on 1 November, the founding of the company marks an important moment in the arena’s operations.

“The plans are now really starting to materialise! After many years of thorough preparations, the site’s construction is quickly progressing. We are now starting to build the arena’s brand and business operations,” says Hurme, who adds that sleeves have been rolled up and the plan is crystal clear.

“First of all, I want to meet every partner in person and discuss how we’ll work together to make the arena a success. We will also need to listen closely to all future users, fans and customers of the arena.”

Once completed, the arena will serve as a venue for a variety of experiences and services that both event organisers and paying audiences will find very easy to access. Developing a completely new digital customer path in collaboration with the entire partner network is one of the items on the new company’s agenda.

“We want to provide our guests with unprecedented experiences, and companies with agile and inspiring ways to work with us. The platform model and digitalisation will create a great framework that will be unique even on a global scale,” Hurme promises.

UROS and Tampere Deck Arena today announced a 10-year deal to name the arena UROS LIVE.

UROS LIVE is on schedule to open in 2021, and will be a rarity in Europe as a multifunctional downtown arena with up to 15,000 seats. The arena will enable comprehensive digital experiences and various types of events, ranging from mega sports events and world class concerts to corporate and family events. The arena’s digital ecosystem will unlock a new type of synergy for its stakeholders, including a top-class hotel, an international casino, extensive conference and meeting services and numerous restaurants.

The experience center will also serve as the home for Tampere ice hockey teams Tappara and Ilves. UROS LIVE will host over 1 million visitors annually and has already been confirmed as the main venue for the 2022 IIHF Ice Hockey World Championship.

Commenting on the new partnership, UROS Group CEO Jerry Raatikainen also shed light on the company’s next step. "With this announcement we are excited to share the news of our branching out into the digital experience space, an extension of our commitment to strategically develop smart city solutions. We will bring together event stakeholders into one platform and harness the power of AI to create new value for all parties in the ecosystem, transforming the event experience, as we know it today. UROS will digitalize the technology enablers for service providers and UROS LIVE in Tampere, Finland; will serve as the first deployment globally.”

“When looking at what a world class facility this will be, becoming the naming rights partner was a perfect match with the UROS brand. The team behind the arena project shares our vision and ambition to challenge the status quo, and we couldn’t be happier to work together going forward”, Raatikainen continues.

The partnership is a unique fit for what the parties believe will propel the event business into a new era of digitalisation and will be the greatest arena in Europe. Solutions and services developed by UROS will enable arena stakeholders and guests of the venue to create and enjoy completely new types of experiences.

“The best partners are those who can add value to our visitors. In addition to the naming rights deal, we are looking forward to working with UROS on a digital platform that will bring together all the services related to the arena experience”, said Marko Hurme, CEO for the arena.

“There is demand for a versatile arena in our modern world; a world in which people are choosing experiences and services over possessions. Even in the digital age, people want to meet each other and experience things together. Through the value created by teaming up with UROS, our arena partners will be able to build a more intense and deeply rooted connection with arena visitors, and bring fan engagement to a new level. It’s really all about the fans”, Hurme adds.

UROS LIVE will be the first downtown arena in Europe, and will significantly enhance the attractiveness of the City of Tampere and the surrounding Pirkanmaa region.

"The thriving and progressive future cities will provide services that are digital, user-friendly, as well as end-user-driven. These are also the key drivers of the City of Tampere, and we will take one-step closer to making them real today when our Arena forms a partnership with one of the forefront companies of the IoT industry in Finland, UROS Group. The new arena UROS LIVE is a significant milestone to the City of Tampere and our citizens. It enhances our means to host and organize major events all year round. Tampere works toward becoming the leading city of attractions, events, and amusement in the Nordics", emphasizes the Mayor of the City of Tampere Lauri Lyly.

Tampere Deck & Arena Management Oy is responsible for the arena’s operations and the development of experience services together with its commercial partners.

Tampere Deck & Arena Management Oy has started operations under the leadership of Marko Hurme. The newly-established company is responsible for the arena’s operations and the development of experience services together with its commercial partners. The company is located in the Tampere Deck Visit Center, just a stone’s throw from the site.

According to Marko Hurme, who joined Tampere Deck & Arena Management Oy as its CEO on 1 November, the founding of the company marks an important moment in the arena’s operations.

“The plans are now really starting to materialise! After many years of thorough preparations, the site’s construction is quickly progressing. We are now starting to build the arena’s brand and business operations,” says Hurme, who adds that sleeves have been rolled up and the plan is crystal clear.

“First of all, I want to meet every partner in person and discuss how we’ll work together to make the arena a success. We will also need to listen closely to all future users, fans and customers of the arena.”

Once completed, the arena will serve as a venue for a variety of experiences and services that both event organisers and paying audiences will find very easy to access. Developing a completely new digital customer path in collaboration with the entire partner network is one of the items on the new company’s agenda.

“We want to provide our guests with unprecedented experiences, and companies with agile and inspiring ways to work with us. The platform model and digitalisation will create a great framework that will be unique even on a global scale,” Hurme promises.

A strong network
behind the Arena

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Joyful experiences and coffee-smelling memories

Löfbergs has been heavily involved in the world of ice hockey since 1959, first as a sponsor of teams in Sweden and later in Finland as well. The partnership with the UROS LIVE arena is a natural continuum of our long traditions.

People drink coffee everywhere they meet each other. The new arena will serve both hot and cold Löfbergs coffee products, working together with NoHo Partners, the company in charge of the arena’s restaurant services. UROS LIVE, the new state-of-the-art arena to be opened in the heart of Tampere, will be a meeting place for everyone in the city, and its restaurants will keep their doors open even when there are no events on. The arena will, of course, also offer a wide range of different experiences, from concerts and gigs to exciting ice hockey matches. We are delighted to be a partner in an enterprise based in such a positive and happy environment.

"As a brand, Löfbergs wants to be part of positive and communal events." Leif Sjöblom, Löfbergs

Filter coffee has traditionally had a strong foothold in the Nordic countries, so it goes without saying that the coffee served at the new arena – not forgetting specialty coffees – must be first-class and delicious. In line with the prevailing coffee trends, we will also bring our range of cold products to the arena, which covers both milk-based and dairy-free cold coffee drinks. Our Cold Brew coffees deserve a special mention: these trendy drinks are also particularly great a as basis for both cocktails and mocktails!

People want experiences in their lives, be it music, sports or other leisure activities. As a brand, Löfbergs wants to be part of these kinds of positive and communal events. People come across Löfbergs at these gathering points and hopefully associate the brand with memorable experiences.

The UROS LIVE arena will be a world-class venue for many different types of events. If I could choose an event I’d like to experience in Tampere, it would definitely be a show by the giants of American rock, the Eagles!

Leif Sjöblom, Country Manager Horeca, Löfbergs

The Swedish coffee roastery Löfbergs is the official coffee partner of the UROS LIVE arena. The new UROS LIVE arena will serve both hot and cold Löfbergs coffee products, working together with NoHo Partners, the company in charge of the arena’s restaurant services. löfbergs.fi

A great hotel experience is the result of innovative details

"Our desire to provide new experiences is reflected in the design of the new hotel." Ari Vuorentausta, Lapland Hotels

Lapland Hotels’ 18 unique hotels are located in the urban environments in Finnish cities, busy ski resorts, and on the edge of the wilderness and the rugged landscapes of northern Lapland.

Our latest hotel is being built in a completely new environment as an integral part of Tampere Deck Arena. This hotel, located in the heart of the Arena, will offer guests the opportunity to enjoy all the services, events and experiences in the area.

This project takes Lapland Hotels to new frontiers, even on a global scale. Our desire to provide new experiences is reflected in the design of the new hotel. The rooms with boxes that open directly onto the arena are sure to impress even the most demanding guests, while the 70 rooms with a sauna will ensure the hotel offers a distinctively Finnish feel that international visitors, in particular, will appreciate.

The demand for experiences is emphasized in the travel industry, and this is also the case in the hotel business. The setting must be great, and the complete customer experience relies on high quality and excellent service. Elements that enhance authenticity, ease and well-being are valued, and guests like to be impressed and surprised. Uniqueness together with innovative and exciting details mean that hotel guests will share their experience with their friends and family.

The massive Tampere Deck Arena project highlights the importance of collaboration – and we are bringing in our experience from northern Finland. The people in Lapland are used to working together towards a common goal, and the Arena and its unparalleled services will benefit from collaboration between strong partners. This is a network of partners who are creating something completely new and unique in Finland.

Ari Vuorentausta, CEO, Lapland Hotels

The unique hotel that is due to open in the Arena will be run by Lapland Hotels. The state-of-the-art complex will offer Arena guests more than 280 hotel rooms and comprehensive services, including a restaurant and bar seating 350 guests. The hotel’s many special solutions will reflect the uniqueness of the arena concept. laplandhotels.com

Joyful experiences and coffee-smelling memories

Löfbergs has been heavily involved in the world of ice hockey since 1959, first as a sponsor of teams in Sweden and later in Finland as well. The partnership with the UROS LIVE arena is a natural continuum of our long traditions.

People drink coffee everywhere they meet each other. The new arena will serve both hot and cold Löfbergs coffee products, working together with NoHo Partners, the company in charge of the arena’s restaurant services. UROS LIVE, the new state-of-the-art arena to be opened in the heart of Tampere, will be a meeting place for everyone in the city, and its restaurants will keep their doors open even when there are no events on. The arena will, of course, also offer a wide range of different experiences, from concerts and gigs to exciting ice hockey matches. We are delighted to be a partner in an enterprise based in such a positive and happy environment.

"As a brand, Löfbergs wants to be part of positive and communal events." Leif Sjöblom, Löfbergs

Filter coffee has traditionally had a strong foothold in the Nordic countries, so it goes without saying that the coffee served at the new arena – not forgetting specialty coffees – must be first-class and delicious. In line with the prevailing coffee trends, we will also bring our range of cold products to the arena, which covers both milk-based and dairy-free cold coffee drinks. Our Cold Brew coffees deserve a special mention: these trendy drinks are also particularly great a as basis for both cocktails and mocktails!

People want experiences in their lives, be it music, sports or other leisure activities. As a brand, Löfbergs wants to be part of these kinds of positive and communal events. People come across Löfbergs at these gathering points and hopefully associate the brand with memorable experiences.

The UROS LIVE arena will be a world-class venue for many different types of events. If I could choose an event I’d like to experience in Tampere, it would definitely be a show by the giants of American rock, the Eagles!

Leif Sjöblom, Country Manager Horeca, Löfbergs

The Swedish coffee roastery Löfbergs is the official coffee partner of the UROS LIVE arena. The new UROS LIVE arena will serve both hot and cold Löfbergs coffee products, working together with NoHo Partners, the company in charge of the arena’s restaurant services. löfbergs.fi

A great hotel experience is the result of innovative details

"Our desire to provide new experiences is reflected in the design of the new hotel." Ari Vuorentausta, Lapland Hotels

Lapland Hotels’ 18 unique hotels are located in the urban environments in Finnish cities, busy ski resorts, and on the edge of the wilderness and the rugged landscapes of northern Lapland.

Our latest hotel is being built in a completely new environment as an integral part of Tampere Deck Arena. This hotel, located in the heart of the Arena, will offer guests the opportunity to enjoy all the services, events and experiences in the area.

This project takes Lapland Hotels to new frontiers, even on a global scale. Our desire to provide new experiences is reflected in the design of the new hotel. The rooms with boxes that open directly onto the arena are sure to impress even the most demanding guests, while the 70 rooms with a sauna will ensure the hotel offers a distinctively Finnish feel that international visitors, in particular, will appreciate.

The demand for experiences is emphasized in the travel industry, and this is also the case in the hotel business. The setting must be great, and the complete customer experience relies on high quality and excellent service. Elements that enhance authenticity, ease and well-being are valued, and guests like to be impressed and surprised. Uniqueness together with innovative and exciting details mean that hotel guests will share their experience with their friends and family.

The massive Tampere Deck Arena project highlights the importance of collaboration – and we are bringing in our experience from northern Finland. The people in Lapland are used to working together towards a common goal, and the Arena and its unparalleled services will benefit from collaboration between strong partners. This is a network of partners who are creating something completely new and unique in Finland.

Ari Vuorentausta, CEO, Lapland Hotels

The unique hotel that is due to open in the Arena will be run by Lapland Hotels. The state-of-the-art complex will offer Arena guests more than 280 hotel rooms and comprehensive services, including a restaurant and bar seating 350 guests. The hotel’s many special solutions will reflect the uniqueness of the arena concept. laplandhotels.com